One of the attributes of commercially successful design, is that the object needs to be reflective. This means it should cause us to think about it. To reflect on its utility, weirdness or beauty.
I’d argue that a commercially successful business also needs to be reflective.
A business that’s useful has utility. A business that’s meaningfully different is weird. And a polished, professional business that runs smoothly is a thing of beauty.
Allow me to explain why this should matter to you and your business.
Your unpaid salespeople are waiting
Designers know that reflective products almost sell themselves.
For instance, my wife bought me some Apple AirPods just after they launched. Their unique look caused total strangers to ask me about them. Their sound quality and ability to instantly connect wirelessly, inspired me to tell my friends about them.
Just by owning them and using them I became an unpaid salesperson for the product.
Take a look at your products, services or business model and look for ways to make things more reflective. Who knows how many unpaid salespeople there are, who’ll spring into action as soon as you give them something reflective to share with their friends?